Ramsay Health Care UK – Scaling Priority Patient Pathways
How we delivered a 72% increase in Orthopaedic conversions through strategic investment.
The Challenge
Scaling a healthcare account often leads to "diminishing returns," where lead costs skyrocket as you reach a broader audience. Ramsay needed to scale their highest-priority service line—Orthopaedics—while keeping overall acquisition costs stable.
Precision Allocation: We restructured the budget to ensure the 15% spend increase was funneled directly into Orthopaedic pathways.
CPC Optimization: By lowering our entry cost per click by 23%, we created the "budget oxygen" needed to stay competitive without overspending.
Automated Efficiency: We deployed Performance Max as a "catch-all" engine, capturing patient intent across the entire Google ecosystem at a significantly lower cost than traditional search.
What We Delivered
In July 2025, the human tech agency partnered with Ramsay Health Care to embark on an ambitious growth phase. Recognising that Orthopaedics was the primary business priority for the year, we developed a strategy to scale reach and conversion volume without compromising cost-efficiency. By meticulously managing a 15% increase in media investment, we achieved a double-digit percentage increase in total patient conversions and a transformative surge in Orthopaedic leads, all while driving down the average cost-per-click.
Key Performance Milestones
The Orthopaedic Breakthrough: By making Orthopaedics our central focus, we delivered a 72.47% increase in conversions for these campaigns. Despite the huge increase in volume, our optimization efforts ensured that we were buying these leads more effectively than ever before, resulting in a 13.1% reduction in Orthopaedic CPA.
Maximizing Reach and Market Share: We didn't just drive leads; we transformed Ramsay’s market presence. By reducing the average CPC by over 23%, we were able to increase total brand visibility (Impressions) by a staggering 167%. This ensured that Ramsay Health Care remained the dominant brand in the digital landscape for elective surgery.
Performance Max Efficiency: Our deployment of PMax provided a critical "efficiency floor." By capturing intent across the Google ecosystem, we generated a significant volume of primary conversions at a CPA that was substantially lower than traditional search, allowing us to be more aggressive with our priority keyword bidding elsewhere.
Measurable Impact
Increase in Orthopaedic Conversions
Volume increase for Ramsay's top priority: Orthopaedics
Reduction in Orthopaedic CPA
Growth in Brand Visibility (Impressions)
While maintaining a stable account-wide CPA
Average Cost-Per-Click (CPC)
We created the "budget oxygen" needed to stay competitive without overspending.
Primary Patient Conversions
Total patient conversions
How we delivered a 72% increase in Orthopaedic conversions through strategic investment.
When Ramsay Health Care identified Orthopaedics as their primary commercial focus for the 2025-2026 period, they turned to the human tech agency to turn that priority into performance.
By backing Ramsay’s vision with a 15.3% increase in media investment, we didn't just grow the account—we redefined its efficiency.
Conclusion
At the human tech agency, we believe that data should serve the client's business priorities. By aligning our media strategy with Ramsay Health Care’s focus on Orthopaedics, we demonstrated that a strategic 15% investment increase could yield a 72% increase in priority conversions. We have not only grown the account; we have made it more efficient, more visible, and more aligned with Ramsay’s long-term commercial goals.
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